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Special Report on

Measuring online advertising effectiveness

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Online Publishers Association Analysis of Independent Data Shows that Branded Content Sites Consistently Provide Greater Impact than Industry Norms, Portals and Ad Networks New York, NY – July 30, 2008 – Across a wide range of advertising metrics, branded content sites outscored Internet industry norms for the Internet 41 out of 43 times according to a new research report released today by the Online Publishers Association (OPA). Additionally, "beyond-the-banner" forms of online advertising such as video, sponsorships and rich media also outpaced industry norms when placed on branded content sites . The OPA report, ...
" (sometimes in the past tense, also with "authorize" in place of "approve", or with "ad" instead of "message") is a phrase said by candidates for federal office in political advertisements on television and radio in order to comply with the so-called "Stand By Your Ad" provision of the Bipartisan Campaign Reform Act (BCRA), enacted in 2002, that requires "a statement by the candidate that identifies the candidate and states that the candidate has approved the communication." The provision was intended to force political candidates running any campaign for office ...
Web Video and Paid Search Engine Marketing
Seems more and more small businesses are catching on to the power of Video on their websites. Combined with the use of paid search advertising, few other segments saw as significant growth in the last quarter of 2009. Despite the current economic climate, SMBs nationwide significantly increased their search engine advertising budgets last quarter, according to the second installment of the quarterly Web Visibility report. In Q4 2009, the average small business advertiser spent $2,149 on search advertising – an increase of 30 percent over Q3 2009 and 111 percent over Q4 2008. Additionally, conversion rates, keywords, and video ... market research, surveys and trends
Effective Online Ad Placement Building Brands Online
Online Ad Effectiveness: Ad Placement matters when Building Brands Online. - A new report released today by the Online Publishers Association (OPA) found that advertising effectiveness scores on quality, original content sites as represented by OPA members, were numerically higher than on the Web, portals or ad networks. Based on independent Dynamic Logic MarketNorms data, the findings show that ads on OPA sites consistently had significant effectiveness in 1) raising awareness, 2) creating message association, 3) generating brand favorability and 4) driving purchase intent over portals, ad networks and the industry. The full ... market research, surveys and trends


Press Releases - OPA News - Press Releases - Online Publishers ...
OPA Members’ High-Quality Content Environments Raise Awareness, Message Association, Brand Favorability and Purchase Intent More than Portals and Ad Networks New York, NY – August 13, 2009 – When compared against the Online Publishers Association (OPA) member sites, ads placed through ad networks and portals generated the smallest change for branding metrics, and in some cases made no difference for advertisers. This is one of the key findings from a new report released today by the OPA. Additionally, the research found that advertising effectiveness scores on these original, quality content sites were ... industry trends, business articles and survey research
comScore Voices Archives
Yesterday, Fred Wilson posted some extremely interesting observations that relate to the problem of using clicks on referral links to measure attribution and assign credit to affiliates for referrals. Affiliate Marketing Undervalues The Link Fred’s conclusion is that using clicks fails to give affiliates full credit for the value of their referrals. As you can imagine, Fred’s post resonated with me because of comScore’s extensive research into online advertising effectiveness. We have come to the same conclusion as Fred. I responded to Fred with a comment that I hope you’ll find valuable. Fred, you're correct that past ... industry trends, business articles and survey research
“Websites have become far too complicated”
Marketers believe that they are just at the beginning of how integrated marketing can be measured especially as they add new channels such as social media and video sites in their marketing mix, and the market shifts to delivering more and more personalised content on multiple devices such as mobile and iPad than ever before. The industry seems to always be one step behind the data tracking on the newest touchpoint innovations so there’s always a need to invest /iterate on channels before you’ve got the data to know it’s working and will pay back. Overall, each online channel has a role to play. There is a tendency to measure ... market trends, news research and surveys resources
Measuring the Mobile DTV Market
The Open Mobile Video Coalition, the consortium of some 900 TV stations that has been driving mobile DTV development since 2007, is employing both qualitative and quantitative techniques to gauge consumer feedback in its "Consumer Showcase" in Washington, D.C., which launched in May. The data will be crucial to defining broadcasters' business models for mobile DTV going forward. The trial involves nine DC-area TV stations broadcasting 23 mobile DTV channels throughout the Washington-Baltimore viewing area, with Gannett's WUSA serving as a network operations center. Some 160 Sprint wireless subscribers are ... market trends, news research and surveys resources


Online banner ads and metrics challenges Ginger Lee Rosenkrans
Measuring online advertising effectiveness has become a critical component in electronic commerce, advertising and online advertising research studies. ... technology research, surveys study and trend statistics
Effectiveness of Recruitment in Clinical Trials: An Analysis of ...
Effectiveness of Recruitment in Clinical Trials: An Analysis of Methods Used in a Trial for Irritable Bowel Syndrome Patients Siu Ping Chin Feman, 1 Long T Nguyen, 1 Mary T. Quilty, 1 Catherine E. Kerr, 1 Bong Hyun Nam, 2 Lisa A Conboy, 1, 3 Joyce P. Singer, 1 Min Park, 1 Anthony Lembo, 4 Ted J. Kaptchuk, 1, 3 and Roger B. Davis 1, 3 Corresponding author: Ted J Kaptchuk, Osher Institute, Harvard Medical School, 401 Park Drive, Boston, MA 02215, phone: 617.384.8550, fax: 617.385.8555, email: ted_kaptchuk/at/ A successful clinical trial is dependent on recruitment. Between December 2003 and February 2006, our team ... technology research, surveys study and trend statistics
An Effectiveness Study of Online Advertising Models
Measuring the Effectiveness of Web Advertising. [Online] Available at http://www ...
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Marketing: measuring advertising effectiveness, target group index ...
My name is Narges, I'm 26 and studying MBA in IRAN. I�m working on a project about Advertising Effectiveness and Effective Advertising with 2 other partners and our professor, in Persia Media co. Persia Media Company wants to have a Target Group Index in the field of advertising activities, so we will be able to measure advertising effectiveness of Persia Media's customers by using a questionnaire. we thought may be you could help us with the questionnaire, or leading us through referring us to valuable references. We hardly know any thing about measuring outdoor advertising effectiveness. Persia Media has a perfect ...
How to Measure Your Social Media Advertising
Brands can benefit from advertising in social-media space. The approaches offer a means to engage consumers, enhance brand reputation and image, build positive brand attitudes, improve organic search rankings, and drive traffic to brand locations, both on- and off-line. The steps in any advertising campaign will begin with setting campaign objectives and end with assessing the effectiveness of the strategies and tactics to determine the degree of success in accomplishing the stated objectives and to inform the next campaign. The challenge is to develop a set of measures to assess success and plan for future ...